Online and multi-channel service quality
In the last part of Chapter 7, we review how the online presence can be managed in
order to achieve online service quality which is also a key element leading to customer
satisfaction and loyalty (Figure 6.16).E-CRM uses common approaches or processes to achieve online customer acquisition
and retention. Refer to Figure 6.5 for a summary of a common, effective process for
online relationship building to achieve the different stages of the customer lifecycle.
In the following sections we proceed through the different stages in more detail.CHAPTER 6· RELATIONSHIP MARKETING USING THE INTERNET
Approaches to implementing e-CRM
Figure 6.5 A summary of an effective process of permission-based online relationship building
Direct mailCustomer
databaseOnlinemediamediaOffline1 Drive traffic 1 Drive traffic2a Incentivise & 2b profile4 Speak again4a Convert to action 3a Convert to action3 Speak